Complan, the food supplement brand, is entering the prescription market with Complan Shake. The launch comes ahead of plans to develop Complan into the weight loss and sports nutrition arenas.
The shake is aimed that the 3 million people in the UK that the company claims suffer from malnutrition.
Complan was launched in 1954 as a liquid food for people convalescing in hospital. It was later launched as a consumer product sold over the counter in chemists and grocers. This is the first time it has launched a prescription product, which will be marketed to doctors and health providers.
The brand is part owned by Saatchinvest, a spin-off from ad agency M&C Saatchi headed by Maurice Saatchi, and Heinz Europe. Saatchinvest launched in 2002 to acquire established but “under-utilised” consumer brands and to offer them both investment and strategic marketing advice. The venture is funded on a deal-by-deal basis.